미국마케팅협회 공인마케팅자격증

AMA PCM Marketing Management 

인강패키지 + 1:1 오리엔테이션 (응시료 불포함 과정)

 

 

 

 인강패키지 + 1:1 오리엔테이션 과정

마이마케팅클래스의 AMA PCM 인강패키지 과정은 AMA PCM 자격증을 가장 빠르고 편하고 효과적으로 공부할 수 있는 온라인 교육과정 이름입니다. 수강생과 1:1 오리엔테이션을 통해, 공부 시작 전에 가장 효율적인 학습방법에 대해 안내를 받을 수 있고, 궁금한 사항에 대해 자세히 물어볼 수 있습니다.

인강패키지 과정의 특징은 다음과 같습니다.

 

◎ 세계적인 마케팅 자격증 AMA PCM을 초단기로 취득할 수 있는 과정

◎ 수업 시작 전 1:1 오리엔테이션이 제공되는 과정 (약 1시간 오프라인 대면 등 수강생이 원하는 방식으로 진행)

◎ 원하는 시간에 원하는 장소에서 원하는 만큼 공부할 수 있는 과정 (오프라인 과정보다 훨씬 더 빠르게 학습을 마칠 수 있음)

◎ 80% 이상의 합격률로 이미 200명 이상의 합격자를 배출한 효과적인 과정

 

 

 

수강생 현황

AMA PCM Marketing Management 인강패키지 수강생은 매우 다양하게 구성되어 있습니다. 가장 많은 비율을 차지하는 삼성 임직원을 비롯하여 국내외 대기업, 국내외 대학생 및 취준생들이 수강생의 대부분을 차지합니다.

 

◎ 삼성(35%) 등 국내 대기업 재직자 (50%)

◎ 국내 대학교 재학생 및 졸업생 (20%)

◎ 국내 중견 기업 재직자 (10%)

◎ 해외 대기업 국내 법인 재직자 (10%)

◎ 해외 대학교 졸업자 또는 일시 귀국 학생 및 기타 (10%)

 

 

 

과정의 구성

미국마케팅협회 공인마케팅자격증 AMA PCM Marketing Management 인강패키지는 다음과 같은 과정들로 구성된 약 22시간의 패키지 과정입니다. 자세한 내용은 이 글 상단의 “이 패키지에 포함된 과정”을 참고하시기 바랍니다.

◎ AMA PCM Marketing Management 이론강의반 (약 12시간)

◎ AMA PCM Marketing Management 연습문제풀이#1 (약 4시간)

◎ AMA PCM Marketing Management 연습문제풀이#2 (약 4시간)

◎ AMA PCM Marketing Management 모의고사풀이 (약 2시간)

 

 

교재의 구성

미국마케팅협회 공인마케팅자격증 AMA PCM Marketing Management 인강패키지 교재는 다음과 같은 내용으로 구성되어 있으며, 수강생에게 무료로 제공됩니다. 교재는 수강신청 다음 날(D+1) 발송되어, 일반적으로 발송한 다음 날(D+2) 받아보실 수 있습니다. (평일 기준, 택배사: CJ대한통운). 교재가 없이도 수강을 시작할 수 있습니다.

교재는 다음과 같은 내용으로 구성되어 있으며, 합본으로 단권화 했습니다.

◎ AMA PCM Marketing Management – Lecture Note

◎ AMA PCM Marketing Management – Practice Test #1

◎ AMA PCM Marketing Management – Practice Test #2

◎ AMA PCM Marketing Management – Mock Test

◎ AMA PCM Marketing Management – Key Terms

강의와 함께 제공되는 공식 학습 콘텐츠 외에, 혼자서 직접 풀어볼 수 있는 추가적인 연습문제를 PDF파일로 제공합니다. (Final test)

 

 

 

학습 내용

원문은 영어로 되어 있지만 우리말로 알기 쉽게 해설하여 강의합니다. 영어를 잘 못하시는 분들도 걱정하실 필요 없습니다.

 

DOMAIN 1. MARKETING STRATEGY

 

TOPIC 1-1. Marketing Management Fundamentals

WELCOME TO MARKETTING MANAGEMENT

MARKETING MISCONCEPTIONS

1) Behind Misconception

DEFINING MARKETING

1) Value and Exchange Are Core Marketing Concepts

2) A New Agenda for Marketing

MARKETING’S ROOTS AND EVOLUTION

1) Pre-Industrial Revolution

2) Focus on Production and Products

3) Focus on Selling

4) Advent of the Marketing Concept

5) Post-Marketing Concept Approaches

CHANGE DRIVERS IMPACTING THE FUTURE OF MARKETING

1) Shift to product glut and customer shortage.

2) Shift in information power from marketer to customer.

3) Shift in generational values and preferences.

4) Shift to Distinguishing Marketing (Big M) from marketing (little m)

5) Shift to Justifying the Relevance and Payback of the Marketing Investment

OUR MARKEITNG MANAGEMENT JORUNEY BEGINS

TOPIC 1-2. Market Planning and Strategy

VALUE IS AT THE CORE OF MARKETING

1) The Value Chain

2) Planning for the Value Offering

MARKETING PLANNING IS BOTH STRATEGIC AND TACTICAL 

ELEMENTS OF MARKETING PLANNING

1) Connecting the Marketing Plan to the Firm’s Business Plan

2) Organizational Mission, Vision, Goals, and Objectives

3) Organizational Strategies

4) Situation Analysis

5) Additional Aspects of Marketing Planning

TIPS FOR SUCESSFUL MARKETING PLANNING

DOMAIN 2. GLOBAL, ETHICAL, AND SUSTAINABLE MARKETING

 

TOPIC 2-1. Issues in Managing Global Marketing

MARKETING IS NOT LIMITED BY BORDERS

THE GLOBAL EXPERIENCE LEARNING CURVE

1) Companies with No Foreign Marketing

2) Companies with Foreign Marketing

3) International Marketing

4) Global Marketing

5) Essential Information

6) Emerging Markets

7) Multinational Regional Market Zones

SELECT THE GLOBAL MARKET

1) Identify Selection Criteria

2) Company Review

DEVELOP GLOBAL MARKET STRATEGIES

1) Market Entry Strategies

2) Organizational Structure

3) Product

4) Consumers

5) Market Channels

6) Marketing Communications

7) Pricing

TOPIC 2-2. Ethics in Marketing Management

ETHICS: AT THE CORE OF SUCCESSFUL MARKETING MANAGEMENT

1) Ethics and the Value Proposition

2) Ethics and the Elements of the Marketing Mix 

3) Code of Marketing (Business) Ethics

 

TOPIC 2-3. Sustainability in Marketing Strategy

SUSTAINABILITY: NOT JUST THE RIGHT THING TO DO BUT A GOOD MARKETING STRATEGY

1) Triple Bottom Line: The Link between Doing Well and Doing Good

DOMAIN 3. MANAGING INFORMATION FOR MARKETING INSIGHTS

 

TOPIC 3-1. Market Research Fundamentals

MAKING GOOD MARKETING DECISIONS—THE NEED TO KNOW MARKET INFORMATION SYSTEM

MARKETING INFORMATION SYSTEMS

1) The Nature of a Market Information System

2) Internal Sources - Collecting Information Inside the Company

3) External Sources—Collecting Information Outside the Company

MARKET RESEARCH SYSTEMS

1) The Importance of Marketing Research to Managers

2) The Market Research Process

3) Market Research Technology

TOPIC 3-2. CRM

OBJECTIVES AND CAPABILITIES OF CRM

THE CRM PROCESS CYCLE

1) Knowledge Discovery

2) Marketing Planning

3) Customer Interaction

MORE ON CUSTOMER TOUCHPOINTS

1) CRM, Touchpoints, and Customer Trust

2) CRM Facilitates a Customer-Centric Culture

TOPIC 3-3. Data and Marketing Analytics

BIG DATA AND MARKETING DECISION MAKING

1) Categories of Big Data: Structured and Unstructured

2) Big Data Sources and Implications

MARKETING ANALYTICS

1) Marketing Analytic Approaches

2) Capabilities of Marketing Analytics Supported by Big Data

THE MARKETING DASHBOARD

1) Goals and Elements of a Marketing Dashboard

2) Potential Pitfalls in Marketing Dashboards

RETURN ON MARKETING INVESTMENT 

1) Cautions about Overreliance on ROMI

2) Proceed with Caution

DOMAIN 4. BUYERS AND MARKETS

TOPIC 4-1. Consumer Behavior

THE POWER OF THE CONSUMER

INTERNAL FORCES AFFECT CONSUMER CHOICES

1) Personal Characteristics

2) Psychological Attributes

EXTERNAL FACTORS SHAPE CONSUMER CHOICES

1) Cultural Factors

2) Situational Factors

3) Social Factors

THE LEVEL OF INVOLVEMENT INFLUENCES THE PROCESS

1) Decision Making with High Involvement  

2) Decision Making with Limited Involvement  

THE CONSUMER DECISION-MAKING PROCESS

1) Problem Recognition

2) Search for Information

3) Evaluation of Alternatives

4) Product Choice Decision

5) Post-Purchase Assessment

TOPIC 4-2. Organizational Buyer Behavior

ORGANIZATIONAL BUYING: MARKETING TO A BUSINESS

DIFFERENCES BETWEEN BUSINESS AND CONSUMER MARKETS

1) Relationship with Customers

2) Number and Size of Customers

3) Geographic Concentration

4) Complexity of Buying Process

5) Complexity of Supply Chain

6) Demand for Products and Services

BUYING SITUATIONS

1) Straight Rebuy

2) Modified Rebuy 

3) New Purchase

BUYING CENTERS

1) Members of the Buying Center

2) Pursuing the Buying Center

THE PLAYERS IN B2B MARKETS

1) NAICS

2) Manufacturer

3) Reseller

4) Government

5) Institutions

THE BUSINESS MARKET PURCHASE DECISION PROCESS

1) Problem Recognition

2) Define the Need and Product Specifications

3) Search for Suppliers

4) Seek Sales Proposals in Response to RFP

5) Make the Purchase Decision

6) Post-Purchase Evaluation of Product and Supplier

THE ROLE OF TECHNOLOGY IN BUSINESS MARKETS

1) E-Procurement

TOPIC 4-3. Segmentation, Targeting, and Positioning

FULFILLING CONSUMER NEEDS AND WANTS

WHAT IS SEGMENTATION?

1) Effective Segmentation

SEGMENTING CONSUMER MARKETS

1) Geographic Segmentation

2) Demographic Segmentation

3) Psychographic Segmentation

4) Behavioral Segmentation

5) Firms Use Multiple Segmentation Approaches Simultaneously

6) Segmenting Business Market

TARGET MARKETING

1) Analyze Market Segments

2) Develop Profiles of Each Potential Target Market

3) Select a Target Marketing Approach

POSITIONING

1) Perceptual Maps

2) Sources of Differentiation

3) Positioning Errors

DOMAIN 5. THE OFFERING: PRODUCT AND SERVICE

 

TOPIC 5-1. Product Strategy

PRODUCT: THE HEART OF MARKETING

1) Product Characteristics

2) Product Classifications

3) Product Discrimination: Create a Point of Differentiation

4) Product Plan: Moving from One Product to Many Products

5) Product Decision: Affect Other Marketing Mix Elements

THE LIFE OF THE PRODUCT: BUILDING THE PRODUCT EXPERIENCE

1) Product Life Cycle Sales Revenue and Profitability

2) Product Life Cycle Timeline

3) Product Life Cycle Caveats

TOPIC 5-2. New Product Development

NEW PRODUCTS—CREATING LONG-TERM SUCCESS

1) “New” Defined

2) Reasons for New Product Success or Failure

NEW PRODUCT DEVELOPMENT PROCESS

1) Identify Product Opportunities

2) Define the Product Opportunity

3) Develop the Product Opportunity

CONSUMER ADOPTION AND DIFFUSION PROCESS

1) Consumer Product Adoption Process

2) The Diffusion of Innovations

TOPIC 5-3. Branding Strategy 

BRAND: THE FUNDAMENTAL CHARACTER OF A PRODUCT

1) Brands Play Many Roles

2) The Boundaries of Branding

BRAND EQUITY—OWNING A BRAND

1) Defining Brand Equity

2) Benefits of Brand Equity

BRANDING DECISIONS

1) Stand-Alone or Family Branding

2) National or Store Branding

3) Licensing

PACKAGING AND LABELING: ESSENTIAL BRAND ELEMENTS

1) Package Objectives

2) Effective Packaging

3) Labeling

WARRANTIES AND SERVICE AGREEMENTS

1) Warranties Help Define the Brand 

TOPIC 5-4. Service Strategy

WHY SERVICE IS IMPORTANT

SERVICE IS THE DOMINANT LOGIC OF MARKETING

CHARACTERISTICS OF SERVICES

1) Intangibility

2) Inseparability

3) Variability

4) Perishability

THE SERVICE-PROFIT CHAIN

1) Internal Service Quality

2) Satisfied, Productive, and Loyal Employees

3) Greater Service Value for External Customers

4) Customer Satisfaction and Loyalty

5) Revenue and Profit Growth

SERVICE ATTRIBUTES

1) Search Attributes 

2) Experience Attributes 

3) Credence Attributes 

4) Importance of Understanding Service Attributes

SERVICE QUALITY

1) Gap Analysis

2) SERVQUAL: Five dimensions of service quality

3) The SERVQUAL Instrument

SERVICE BLUEPRINTS

 

DOMAIN 6. MANAGE PRICING DECISIONS

TOPIC 6-1. Pricing Objectives and Strategies

PRICE IS A CORE COMPONENT OF VALUE

ESTABLISH PRICING OBJECTIVES AND RELATED STRATEGIES

1) Penetration Pricing

2) Price Skimming

3) Profit Maximization and Target ROI

4) Competitor-Based Pricing

5) Value Pricing

 

TOPIC 6-2. Pricing Tactics

SELECT PRICING TACTICS

1) Product Line Pricing

2) Captive Pricing

3) Price Bundling

4) Reference Pricing

5) Prestige Pricing

6) Odd/Even Pricing

7) One-Price Strategy and Variable Pricing

8) Everyday Low Pricing (EDLP) and High/Low Pricing

9) Auction Pricing

SET THE EXACT PRICE

1) Cost-Plus Pricing / = Markup on Cost

2) Markup on Sales Price

3) Average-Cost Pricing

4) Target Return Pricing

DETERMINE CHANNEL DISCOUNTS AND ALLOWANCES

1) Cash Discounts

2) Trade Discounts

3) Quantity Discounts

4) Seasonal Discounts

5) Promotional Allowances

6) Geographic Aspects of Pricing

TOPIC 6-3. Execute the Pricing Strategy

EXECUTE PRICE CHANGES

UNDERSTAND LEGAL CONSIDERATIONS IN PRICING

1) Price-Fixing

2) Price Discrimination

3) Deceptive Pricing

4) Predatory Pricing

5) Fair Trade and Minimum Markup Laws

DOMAIN 7. DELIVER THE VALUE OFFERING

TOPIC 7-1. Channels

THE VALUE CHAIN AND VALUE NETWRKS

CHANNELS AND INTERMEDIARIES

VERTICAL MARKETING SYSTEMS

1) Corporate Systems 

2) Contractual Systems 

3) Administered Systems 

CHANNEL BEHAVIOR: CONFLICT AND POWER

SELECTING CHANNEL APPROACHES

1) Distribution Intensity

2) Channel Control and Adaptability

3) Prioritization of Channel Functions - Push versus Pull Strategy

TOPIC 7-2. Physical Distribution

FUNCTIONS OF CHANNEL INTERMEDIARIES

1) Physical Distribution Functions

2) Transaction and Communication Functions

3) Facilitating Functions

DISINTERMEDIATION AND E-CHANNELS

 

TOPIC 7-3. Logistics

LOGISTICS ASPECTS OF SCM

1) Order Processing

2) Warehousing and Material Handling

3) Inventory Management

4) Transportation

 

TOPIC 7-4. Supply Chain Management

RETAILING AND ELECTRONIC COMMERCE

1) Business-to-Consumer Electronic Commerce

2) B2B E-Commerce

LEGAL ISSUES IN SUPPLY CHAIN MANAGEMENT

1) Exclusive Dealing 

2) Exclusive Territory

3) Tying Contract 

DOMAIN 8. COMMUNICATE THE VALUE OFFERING

TOPIC 8-1. Promotion Management Basics

ESSENTIALS OF PROMOTION

1) The Marketing Manager’s Role in Promotional Strategy

2) Push and Pull Strategies

3) Internal Marketing

HIERARCHY OF EFFECTS (AIDA) MODEL

1) Attention

2) Interest

3) Desire

4) Action

 

TOPIC 8-2. Digital Marketing

THE ROLE OF DIGITAL MARKETING 

1) Digital Advertising

2) E-mail

3) Organizational Website

4) Search Engine Optimization (SEO)

5) Mobile Marketing

TOPIC 8-3. Social Media Marketing

MANAGING SOCIAL MEDIA MARKETING

1) Types of Social Media

2) Assessing the Value of Social Media Marketing

TOPIC 8-4. Legacy Promotional Approaches

ADVERTISING

1) Types of Advertising

2) Advertising Execution and Media Types

3) The Role of the Creative Agency

SALES PROMOTION

1) Sales Promotion to Consumers

2) Sales Promotion to Channel Members

PUBLIC RELATIONS (PR)

1) Gaining Product Publicity and Buzz

2) Securing Event Sponsorships

3) Crisis Management

PERSONAL SELLING

1) Activities in Personal Selling

2) Sales in B2C versus B2B Markets

3) Classifying Sales Position

4) The Personal Selling Process

5) Organizing the Sales Force

6) Managing the Sales Force

 

 

 강사 소개: 한국마케팅교육연구소 배노제소장

◎ 뉴욕주립대학교(SUNY Buffalo) 경영학과 / MBA

◎ LG CNS 시스템 엔지니어

◎ LG화재해상보험(현 KB손해보험) 마케팅팀

◎ 월스트리트잉글리쉬 마케팅본부장

◎ 파고다교육그룹 CMO

◎ 에듀윌 광고팀장

◎ 한국마케팅교육연구소장

◎ AMA PCM 교육 과정 개설 (2015. 6)

◎ 한국마케팅교육주식회사 대표

◎ 중앙일보광고대상 교육부문 최우수상 수상 (2007)

◎ 뉴스와이어 선정 10대 홍보전문가 블로거 (2011)

 

 시험 응시 방법

◎ 이 과정은 응시료 불포함 과정입니다.

◎ 이 사이트 내에서 응시권을 별도로 구입할 수 있습니다.

◎ 응시료 포함과정을 수강하시면 더욱 경제적으로 수강과 시험을 마치실 수 있습니다.

 

 

 

 

삼성생명 임직원 여러분들을 위한 안내

삼성생명 임직원은 이 과정이 아닌, "인강패키지 - 응시료 전액지원 과정"을 수강하셔야 합니다.

 

 

 

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■ 관련 링크

◎ 미국마케팅협회 https://www.ama.org/

■ 과정 문의 및 상담(한국마케팅교육연구소)

◎ 전화: 02-563-0717

◎ 휴대폰: 010-2745-7692

◎ 이메일: ilovemarketing@naver.com

◎ 카카오채널: http://pf.kakao.com/_Dxmanxb/chat

 

■  AMA PCM 자격증 문의 (영어) / 미국 현지 교육 문의

◎ 일반전화: +1-800-262-1150 / 전자우편: pcm@ama.org

◎ 홈페이지: https://www.ama.org/certifications/

◎ AMA PCM 담당자 주소: 

American Marketing Association

Professional Certified Marketer® Program

130 E. Randolph St., 22nd Floor 

Chicago, IL 60601